B2B Marketing Directions

OCTOBER 9, 2022

Source: "The CMO Survey" (Christine Moorman, 2022) (This month's Research Round-Up continues my review of selected B2B findings from the September 2022 edition of "The CMO Survey." In last month's Research Round-Up post , I discussed some of the major findings in the latest edition of "The CMO Survey."

CMO 52

CMO Customer Surveys Analytics Research 52

ANNUITAS

DECEMBER 20, 2018

Adobe announced that consumer demand for personalized content reached an all-time high in 2018, a theme that underscored some of the most prominent trends of the year. As we wrap up another busy year in marketing, I’d like to reflect on the major trends of the year and project how they’ll play out in 2019: #1: Account-Based Marketing.

Demand Generation 140

Demand Generation Account Based Marketing Demand Marketing AI 140

ANNUITAS

DECEMBER 11, 2023

The key drivers of this breaking point are performance issues and budget issues: Performance issues: Conversion rates in paid digital media and content syndication have been trending down for some time, and outbound email is at some of its worst performance levels. This is a similar trend reported in the 2022 report , as well.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ClickZ

DECEMBER 10, 2019

The CDP, which merges CRM data with DMP data from platforms like Salesforce is one of the more interesting trends in martech. According to Gartner, tech spend went down this year and I think this is because people aren’t using the tools they have to the their full advantage.”. It’s problematic,” says Scollans. “A

Work Management 83

Work Management Press Marketing Management CMO 83

Martech Advisor

DECEMBER 26, 2019

Major companies have all seen CMOs leave—or ushered them out. But what explains these trends? And what skills do CMOs need today to be successful? Being the CMO is an entirely holistic job. In fact, all of this makes being a CMO pretty good training for the future CEO. The effect of this is two-fold.

CMO 65

CMO Training ROI Enterprise Management 65

Kabbage

NOVEMBER 29, 2016

In today’s blog I present the top five marketing trends for 2017, supported by key statistics from the report. Gartner’s “ 2016-2017 Chief Marketing Officer (CMO) Spend Survey ” further validates the trends, showing that marketing budgets have increased for the third consecutive year. Marketing Budgets are Increasing.

Trends 183

Trends Planning Top of Funnel Marketing Budget 183

Marketing Insider Group

APRIL 26, 2021

Here are some emerging trends we’re seeing this year and expect to see more of in the future: Businesses are more boldly standing for or against political and social issues publicly. Watch for recent trends in your market and identify potential product or service gaps to leap ahead of your competitors. Focus on Building Brand Loyalty.

Organization 355

Organization Planning Marketing Budget Terms and Conditions 355

Martech

OCTOBER 26, 2023

One eye-catching statistic from my presentation was the Gartner survey, revealing that 63% of marketers plan to invest in generative AI in the next 24 months. As noted by Gartner, the story typically ends with a lack of utilization and an inevitable lack of value. It is typically one of the biggest line items in any CMO’s budget.

Enterprise Management 111

Enterprise Management Marketing Automation Services Budget Programs Gartner 111

Vision Edge Marketing

DECEMBER 15, 2020

This trend has certainly added more twists and turns to the buying process. We live in a peer-bound world,” says Chandar Pattabhiram, CMO for Coupa. The increase in this trend is particularly significant as the perception and role of the salesperson in the B2B purchase process evolves. Consider these questions: ?

Peer-to-peer 286

Peer-to-peer Buy Sales Cycle B2B Sales 286

Oktopost

DECEMBER 21, 2023

In fact, in 2023, 71% of CMOs indicated that they did not possess an adequate budget to implement their strategies fully. Unfortunately, this trend is forecasted to continue as we move into 2024. Data Analysis: Utilize data analytics tools to analyze customer data, sales patterns, and market trends.

Marketing Budget 62

Marketing Budget Budget Programs Paid Content Marketing Budget Creation 62

Martech

DECEMBER 14, 2023

If you subscribe to Gartner’s opinions, you’re probably spending most of your time building an AI-enabled marketing team for 2024. But what exactly does alignment involve, why is it essential and how can you, the CMO, make it happen? It demands a visionary CMO who understands the interplay between technology and business.

Digital Experience Platform 115

Digital Experience Platform Marketing & Strategy Business CMO 115

Webbiquity

JULY 27, 2021

According to Gartner’s annual CMO Spend Survey, as reported by Laurie Sullivan in MediaPost , “Marketing budgets as a percentage of revenue fell to their lowest level in recent history…Marketing budgets as a proportion of company revenue fell from 11% in 2020 to 6.4%

CMO 203

CMO Gartner Budget Programs Spending 203

Porch Group Media

SEPTEMBER 9, 2020

In recent researched conducted by Gartner , 44% of CMOs surveyed in April and May 2020 said they are facing midyear budget cuts in 2020 as a result of the pandemic. One change CMOs are making due to these budget pressures is shifting outside agency work to in-house employees. Click here to learn more.

Paid Content 59

Paid Content Spending Paid Search Agency CMO 59

KoMarketing Associates

NOVEMBER 27, 2017

Looking ahead to 2018, CMOs already have an idea of how they intend to spend their marketing budget, according to new research. Gartner recently released its “CMO Spend Survey 2017-2018: Budgets Recede Amid Demand for Results” report, providing a deep analysis how CMOs intend to utilize their budgets.

Mobile Advertising 168

Mobile Advertising Budget Programs Mobile Marketing Gartner 168

Martech

NOVEMBER 6, 2023

For me, stepping into the shoes of a CMO without a previous background in marketing was like a roller-coaster ride. Consider a mid-sized company: Targeting a CMO may seem logical, but while they control the budget, they might not be hands-on in evaluating solutions. It might be the Marketing Director who makes decisions.

Outreach 123

Outreach Email Marketing Optimization Lead Scoring 123

Conversica

DECEMBER 12, 2018

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Gartner 74

Gartner Spending CMO Customer Surveys 74

Content Standard

JULY 14, 2021

Research tools such as Gartner’s Magic Quadrant can help you evaluate the features and functionality of some of the industry’s leading content marketing platforms. If your organization already has a CMO or other decision-makers capable of shaping a content marketing strategy, you may only seek out content creation services.

Advertising Agencies 136

Advertising Agencies Enterprise Management Work Management Marketing Management 136

Martech

NOVEMBER 3, 2021

.” Marketing analytics tools have been a cornerstone of teams for years, but a changing digital landscape is disrupting this trend. “Marketing analytics actually went from #2 to #4 in the last year,” said Hurley, citing Gartner’s CMO Spend Survey. Image: Gartner and Amplitude.

Analytics 107

Analytics Allocation Product Work Management 107

Marketing Interactions

OCTOBER 15, 2021

Here are a few reasons why marketing deserves consideration, supported by research: 47% of CEOs say CMOs most critical role is to grow the business ( Boathouse CMO Insights ). 76% of CMOs are responsible for business growth – either directly or as a shared responsibility (Capgemini). Edelman/LinkedIn ).

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

ClickZ

NOVEMBER 28, 2019

We will continue to see a lot of discussion and insights around trust, and it will be one of the major trends for 2020. ClickZ spoke with the company’s first ever CMO Norman Guadagno, to get an understanding of what Acoustic is and what is its vision for the martech space going forward. “Acoustic is the science of sound.

Marketing Automation Services 104

Marketing Automation Services Work Management Marketing Management Trends 104

Hubspot

MARCH 4, 2014

These trends have changed the way we operate our business and raise new issues CMOs have never faced before. To help fellow CMOs find answers to some of these important issues, I chatted with Jake Sorofman , Research Director at Gartner. MV: Jake, you deal with a lot of marketing leaders and CMOs.

Gartner 28

Gartner CMO Storytelling Thought Leadership 28

KoMarketing Associates

SEPTEMBER 22, 2021

In order to strengthen your strategy, you’ll want to stay up to date with the latest trends and statistics. From the Gartner Report: Content creation accounted for 9.3% 2021 B2B Content Marketing Benchmarks, Budgets, and Trends. The State of Marketing Budgets 2021. The State of B2B Buyer Enablement.

Budget Programs 206

Budget Programs Marketing Budget Creation Statistics Allocation 206

Hubspot

MARCH 23, 2021

As of February 2021, Deloitte's annual CMO Survey reports that marketing budgets are now roughly 11.7% Gartner's 2020 CMO survey confirms most marketing budgets rest around 11% of total company budget. These trends are predicted to continue into 2021 and beyond. What's a typical marketing budget percentage?

Budget Programs 96

Budget Programs Allocation Marketing Budget Work Management 96

ClickZ

AUGUST 26, 2020

Before we dive into what Tech Talks are, we wanted to cover three key market trends and some of the questions they raise. Our third market trend covers off the demand from marketers for technology. According to Gartner’s latest CMO Spend Survey we are now spending more of our marketing budgets on Technology (26%) vs 25% on labor.

Gartner 98

Gartner Marketing Budget Budget Programs Spending 98

Content Standard

JUNE 12, 2017

” The two primary ways to address this are to demonstrate the value of your team’s work through ROI, and to put budgetary demands into the context of ongoing marketing spending trends. As for why spend has continued to trend upward, marketing technology is largely to blame. Image attribution: Andrew Neel.

Marketing Budget 47

Marketing Budget Spending Trends Allocation 47

Martech

MARCH 2, 2023

Boards and the C-suite expect CMOs to lead the way to profitable growth in 2023 despite various macroeconomic pressures manifesting into the “ triple squeeze ,” making everything more expensive. In its simplest form: MMM helps marketing leaders plan future marketing spend and measure the performance of past investments.

Marketing Mix 108

Marketing Mix Marketing Attribution Lead Ranking Planning 108

B2B Marketing Directions

NOVEMBER 6, 2022

This research has been conducted annually for 13 years, and it provides valuable perspectives on B2B content marketing trends and practices.) The B2B Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023 report is based on data from 925 survey respondents. Recent research by Gartner produced similar results.

B2B Marketing 52

B2B Marketing Research Budget Programs Content Marketing 52

Convince & Convert

MARCH 31, 2015

For example, at a marketing leadership event a little over a year ago, ConAgra Foods chief marketing officer (CMO) Joan Chow publicly wondered “if in five to 10 years whether we should be called chief marketing offices anymore. So what does this trend mean for your business? Consumers don’t like to be marketed to.

Work Management 151

Work Management Marketing Management Paid Search Agency Cross-Selling 151

chiefmartech

OCTOBER 31, 2022

Aside from the anecdotal evidence that I frequently hear on LinkedIn and Twitter threads, Gartner’s most recent Marketing Technology Survey frames the problem quantitatively: on average, the 324 enterprise marketing technology leaders they surveyed reported that only 42% of their martech capabilities are being used.

Enterprise Management 126

Enterprise Management Marketing Management Thought Leadership Paid Search Agency 126

Conversica

DECEMBER 12, 2018

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Gartner 40

Gartner Spending CMO Customer Surveys 40

Martech

DECEMBER 27, 2022

New tech platforms, devices and trends will generate new behaviors by consumers, and marketers will have to keep up. According to Gartner, organizations that adopt a composable approach in 2022 will outpace their competition by 80% in new feature implementation, Ayers said. That’s because the customer will change.

Enterprise Management 97

Enterprise Management Digital Experience Platform Organization Marketing Management 97

Allocadia

APRIL 23, 2019

To stay sharp, compete and win in 2018, we offered 3 key trends every CEO should be apprised of regarding their marketing organization. A recent drop in marketing budgets (per Gartner) is largely due in part to marketing leadership being too distracted by tactics and execution. Alliance between the CMO and CFO.

Resource Management 40

Resource Management Enterprise Management CMO Gartner 40

Content4Demand

SEPTEMBER 24, 2021

J on Russo , Founder and CMO of B2B Fusion Group , also joined us for a recent panel discussion , sharing even more of his perspective. As a former CMO for several high-tech brands, Jon knows firsthand how crucial content is to successful ABM programs. Informing Content Based on Interest.

Intent Data 78

Intent Data Top of Funnel Intent Lead Ranking 78

Martech

OCTOBER 20, 2022

“Gartner recently stated 26% of enterprise marketing budgets are being allocated toward martech,” said Brinker, “You need talented people to implement and harness all that technology, and there’s a lot of room for specialization.” ” What is a marketing technologist? How the archetypes align with each other.

Enterprise Management 90

Enterprise Management Work Management Marketing Management Marketing Budget 90

Litmus

FEBRUARY 2, 2021

A recent CMO study from Gartner found that only 58% of respondents were using their marketing technology stack to its full potential. The study uncovered an interesting insight that CMOs are much more likely to be confident in their teams’ marketing skillset (88%) than non-CMO marketers (64%).

Lead Ranking 59

Lead Ranking Lead Scoring Peer-to-peer Multi-Touch Attribution 59

Hubspot

JANUARY 6, 2020

As a result, the MQL in the traditional sense will be irrelevant, as Gartner predicted in 2017. Preparing for these trends will set successful companies apart in 2020. Want to learn more, check out this Ultimate Guide to Marketing Trends in 2020.

Marketing AI 91

Marketing AI Lead Ranking Work Management Marketing Management 91

6sense

NOVEMBER 9, 2021

What a robust, wide-ranging discussion Friday at CMO Coffee Talk on all things Voice of the Customer – including methodologies, org structures, feedback triage and much more. If you are a B2B CMO or head of marketing and want to join future Friday sessions (as well as a robust Slack community), let me know! Activation.

Lead Scoring 62

Lead Scoring Lead Ranking Marketing & Strategy CMO 62